AJAX offers a huge leap in functionality for an online store. By dynamically inserting information into the page without the need to click, AJAX can make the shipping and checkout process a lot smoother from the customer perspective. This smoother transaction process can improve your store’s conversion rate and reduce load on your support line. AJAX is also great at rendering store data on the back end too (as 3dCart’s shopping cart solution proves). As with all new web technologies, a merchant must factor in any impact the technology will have on SEO (search engine optimization). Why? Any gains in an increased conversion rate can quickly be negated by loosing ranking in SERPs (search engine result pages).